Febbraio, 2022

How B2B Businesses Can Get Omnichannel Sales Right
B2B sellers now more often offer digital channels than in-person ones, and recent survey data shows that marketers also find digital channels more effective, and The Harvard Business Review recently examined the power of a more holistic and customer-centric approach to collaboration in B2B. Harvard Business Review

Google parent company Alphabet broke $200 billion in annual revenue for the first time
Google’s parent firm Alphabet topped the $200 billion revenue mark during 2021, a year-over-year rise of some 41 percent to $257 billion, with Google advertising revenue for the fourth quarter of 2021 totaling over $61 billion, Alphabet recently announced. The Verge

Microsoft’s ad revenue hit $10B, and it’s investing — is it a sleeping giant about to wake?
During 2021 Microsoft recorded more than $10 billion in advertising revenue, with its search and news services achieving strong growth of 32 percent over the year, while overall 2021 revenue at the firm rose by 20 percent to $51.7 billion, Microsoft recently announced. Digiday

Social Media Study Finds Only 18% Of Brands Understand What The Metaverse Means
39.5 percent of brand marketing and analytics executives said that Microsoft’s LinkedIn (client) was the most trusted social media platform, followed by Instagram with 14 percent, while just 18 percent said that they understood how the metaverse will effect their brand, according to recently-released survey data of interest to digital marketers. MediaPost

Instagram rolls out a new profile banner to display users’ upcoming live streams
Meta’s Instagram platform has begun offering an expanded profile banner that can highlight future live-stream events on the platform, in a shift that could bring additional exposure opportunities to B2B marketers live-streaming on Instagram, the firm recently announced. TechCrunch

Google kills FLoC, introduces Topics API as its next-gen targeting tech
Google has introduced a new ad-targeting system proposal to replace its previous Federated Learning of Cohorts (FLoC) effort, a system called Topics that will be centered around some 300 broad topics initially, as the search giant seeks to phase out its use of third-party cookies and implement an alternative method of ad-targeting. Search Engine Land

U.S. Podcast Ad Spend Spiked 21%, To $590M, In 2021
During 2021 podcast advertising spending increased by 21 percent, reaching $590 million, with technology, media, and finance as the top industries for podcast spending, and mid-roll ads being the most frequent, according to newly-released report report data of interest to online marketers. MediaPost

New Report Underlines the Importance of Social Media in Connecting with Gen Z Consumers
Members of the Gen Z demographic ranked a social media presence as a top way for brands to maintain relevance, and the group was the most likely to be upset because of a negative brand interaction, while it was also the least likely to report a positive customer experience with a brand — three of several findings of interest to B2B marketers contained in recently-released survey data. Social Media Today

Twitter Adds Free Performance Ad Tools To Woo Advertisers
Twitter has rolled out three new tools — Site Visits Optimization, Aggregated Measurement, and Events Manager — as part of the platform’s foundational updates aimed at offering a more helpful hub for marketers, Twitter recently announced. MediaPost

B2B Companies Are Struggling with These Lead Scoring Aspects
31 percent of B2B marketers say their firm has faced a challenge in getting widespread sales team adoption for lead scoring, while 30 percent said fully using firm data was also a top lead scoring obstacle, according to recently-released survey data of interest to B2B marketers. MarketingCharts

ON THE LIGHTER SIDE:

A lighthearted look at the “shiny new NFT syndrome” by Marketoonist Tom Fishburne — Marketoonist

FTC Questions Merger Of Google With U.S. Government [Parody] — The Onion

TOPRANK MARKETING & CLIENTS IN THE NEWS:

• Lee Odden — Top B2B Marketing Experts to Follow — Marketing Insider Group
• LinkedIn / TopRank Marketing — Scale Your Global Business With a Centralized Content Strategy (A LinkedIn Case Study) [Podcast] — Pam Didner
• TopRank Marketing — Chief Marketer Unveils the 2022 CM200 Top Marketing Agencies of 2022 — Chief Marketer

Have you come run into your own top B2B marketing news for the week? Please don’t hesitate to drop us a line in the comments below.

Thanks for joining us for this week’s TopRank Marketing B2B marketing news, and we hope you’ll return next Friday for another round of the most relevant B2B and digital marketing industry news. In the meantime, you can follow us on our LinkedIn page, or at @toprank on Twitter for even more timely daily news.

The post B2B Marketing News: Omni-Channel B2B Sales Insight, Google & Microsoft’s Rising Ad Revenue, & Instagram’s Live-Stream Banners appeared first on B2B Marketing Blog – TopRank®.

How B2B Businesses Can Get Omnichannel Sales Right
B2B sellers now more often offer digital channels than in-person ones, and recent survey data shows that marketers also find digital channels more effective, and The Harvard Business Review recently examined the power of a more holistic and customer-centric approach to collaboration in B2B. Harvard Business Review

Google parent company Alphabet broke $200 billion in annual revenue for the first time
Google’s parent firm Alphabet topped the $200 billion revenue mark during 2021, a year-over-year rise of some 41 percent to $257 billion, with Google advertising revenue for the fourth quarter of 2021 totaling over $61 billion, Alphabet recently announced. The Verge

Microsoft’s ad revenue hit $10B, and it’s investing — is it a sleeping giant about to wake?
During 2021 Microsoft recorded more than $10 billion in advertising revenue, with its search and news services achieving strong growth of 32 percent over the year, while overall 2021 revenue at the firm rose by 20 percent to $51.7 billion, Microsoft recently announced. Digiday

Social Media Study Finds Only 18% Of Brands Understand What The Metaverse Means
39.5 percent of brand marketing and analytics executives said that Microsoft’s LinkedIn (client) was the most trusted social media platform, followed by Instagram with 14 percent, while just 18 percent said that they understood how the metaverse will effect their brand, according to recently-released survey data of interest to digital marketers. MediaPost

Instagram rolls out a new profile banner to display users’ upcoming live streams
Meta’s Instagram platform has begun offering an expanded profile banner that can highlight future live-stream events on the platform, in a shift that could bring additional exposure opportunities to B2B marketers live-streaming on Instagram, the firm recently announced. TechCrunch

Google kills FLoC, introduces Topics API as its next-gen targeting tech
Google has introduced a new ad-targeting system proposal to replace its previous Federated Learning of Cohorts (FLoC) effort, a system called Topics that will be centered around some 300 broad topics initially, as the search giant seeks to phase out its use of third-party cookies and implement an alternative method of ad-targeting. Search Engine Land

U.S. Podcast Ad Spend Spiked 21%, To $590M, In 2021
During 2021 podcast advertising spending increased by 21 percent, reaching $590 million, with technology, media, and finance as the top industries for podcast spending, and mid-roll ads being the most frequent, according to newly-released report report data of interest to online marketers. MediaPost

New Report Underlines the Importance of Social Media in Connecting with Gen Z Consumers
Members of the Gen Z demographic ranked a social media presence as a top way for brands to maintain relevance, and the group was the most likely to be upset because of a negative brand interaction, while it was also the least likely to report a positive customer experience with a brand — three of several findings of interest to B2B marketers contained in recently-released survey data. Social Media Today

Twitter Adds Free Performance Ad Tools To Woo Advertisers
Twitter has rolled out three new tools — Site Visits Optimization, Aggregated Measurement, and Events Manager — as part of the platform’s foundational updates aimed at offering a more helpful hub for marketers, Twitter recently announced. MediaPost

B2B Companies Are Struggling with These Lead Scoring Aspects
31 percent of B2B marketers say their firm has faced a challenge in getting widespread sales team adoption for lead scoring, while 30 percent said fully using firm data was also a top lead scoring obstacle, according to recently-released survey data of interest to B2B marketers. MarketingCharts

ON THE LIGHTER SIDE:

A lighthearted look at the “shiny new NFT syndrome” by Marketoonist Tom Fishburne — Marketoonist

FTC Questions Merger Of Google With U.S. Government [Parody] — The Onion

TOPRANK MARKETING & CLIENTS IN THE NEWS:

• Lee Odden — Top B2B Marketing Experts to Follow — Marketing Insider Group
• LinkedIn / TopRank Marketing — Scale Your Global Business With a Centralized Content Strategy (A LinkedIn Case Study) [Podcast] — Pam Didner
• TopRank Marketing — Chief Marketer Unveils the 2022 CM200 Top Marketing Agencies of 2022 — Chief Marketer

Have you come run into your own top B2B marketing news for the week? Please don’t hesitate to drop us a line in the comments below.

Thanks for joining us for this week’s TopRank Marketing B2B marketing news, and we hope you’ll return next Friday for another round of the most relevant B2B and digital marketing industry news. In the meantime, you can follow us on our LinkedIn page, or at @toprank on Twitter for even more timely daily news.

The post B2B Marketing News: Omni-Channel B2B Sales Insight, Google & Microsoft’s Rising Ad Revenue, & Instagram’s Live-Stream Banners appeared first on B2B Marketing Blog – TopRank®.

Pixel 6 ha una grafica particolare e un look vibrante. La banda di metallo nero opaco si abbina molto bene alle opzioni di colore espressive e versatili. Ispirato dalle finiture tipiche dei gioielli e degli orologi di lusso, Pixel 6 Pro è stato realizzato con un corpo monoscocca in metallo lucido che si fonde con uno splendido vetro curvo, in palette con le cornici metalliche. 

A proposito di colori, Android 12 introduce nel sistema operativo un’idea progettuale completamente nuova grazie a Material You. 

Android 12 su Pixel 6 

Pixel 6 è di nuovo il telefono con il più alto grado di sicurezza. Include il processore Titan M2TM di nuova generazione, che interagisce con la sicurezza di Tensor per proteggere i dati utente sensibili, i PIN e le password. Abbiamo anche esteso il nostro periodo di assistenza ad almeno cinque anni di aggiornamenti della sicurezza, così il vostro telefono avrà la protezione più aggiornata. 

Nuovo Pixel, nuova fotocamera 

Funzionalità smart e riconoscimento vocale

Non lasciatevi sfuggire il nuovo Pixel 

In che modo creiamo e applichiamo le nostre norme 

In 2022 Google has made changes that affect what B2B marketers are able to accomplish with its search and advertising offerings, but how can these sometimes subtle changes be utilized to elevate marketing efforts in the year ahead?

Google’s recent search updates — and its plans for the year ahead — offer B2B marketers new opportunities and challenges. Here’s a look at five changes, and how they can help improve your B2B marketing efforts in 2022.

1 — Google & The Cyclical Nature of Content Delivery Evolution

Gary Illyes, webmaster trends analyst at Google, recently joined fellow Google associates John Mueller, senior webmaster trends analyst, and Martin Splitt, Google Search Relations team developer advocate, in an episode of Google’s “Search Off the Record” podcast, and the trio took a fascinating look at several areas of interest to B2B marketers.

Gary, John, and Martin shared some of the ways that Google’s Search Central resource hub — formerly known for years as Google Webmasters — is looking to grow in 2022, from sustainability efforts and search guidelines to how Google plans to meet the challenges of events in 2022, and more.

2 — Data Gathering With An Energy-Saving Eye

Gary explored some of Google’s continuing efforts to refine the web crawling process with an eye towards saving energy and increasing sustainability.

What might seem a small goal at first becomes much larger in scope and importance when the vast size of the web in 2022 — and the frequency with which Google automatically indexes it —  are considered.

Additionally, an increasing number of surveys have shown that consumers in both the B2C and B2B markets are placing greater value on sustainability when it comes to how they view and choose to interact with brands since the pandemic began.

3 — Wealth Of Guideline Documents Ripe For Updating

Martin, John, and Gary also took a look at changes 2022 may bring to Google’s webmaster guideline documents — a wealth of information amassed over many years that could offer new benefits by being updated.

Many B2B marketers — especially those on the search engine optimization (SEO) side of brand efforts — utilize these guideline documents, however the Google trio noted that in some areas they may have gotten a bit too complicated. They could essentially be split into basic and technical versions, the three noted, such as separating technical and quality guidelines, and some areas could also benefit with the addition of more examples.

With more than 15 years worth of guideline documents, certain old content references may now include an occasional outdated citation, such as to services that have changed names or even ceased operations, while other portions might not be as clear as they could be. The guidelines may even have a name change in store in 2022, the three speculated.

2022 could see changes in these areas, and the way that the issue of web page crawler cloaking is covered in the guidelines was also singled out as a possible target for improvements this year. Any such changes would likely be announced well ahead of time, Martin suggested, in order to give webmasters and marketers alike a healthy heads-up on changes to what are for many in the industry key search help documents from Google.

4 — Smaller Meet-Ups & Events As Google Keeps Safety Paramount

When it comes to 2022 event plans for the Google search department, Martin suggested that due to the pandemic, virtual events are the most likely to take place, while also looking for viable ways do hybrid events. It could also be a year during which small, local in-person events are utilized, especially the “unconference” format, Martin noted.

While safety concerns likely mean that B2B marketers may not be able to attend any massive in-person Google events during 2022, smaller local meetups held on short notice — announced three or four weeks ahead of time — will likely still be possible.

Large events will take longer to get back on track, and Martin urged patience as teams at Google seek a safe road to the large in-person conference experiences of pre-pandemic times.

Google is not alone in facing the challenges of holding events during the global health crisis, as Microsoft and other large organizations also struggle with how to safely hold in-person conference gatherings. I recently explored some of the ways that B2B marketing events and the people who attend them are dealing with these issues, in “In-Person, Virtual & Hybrid: How To Get The Most From B2B Marketing Events In 2022.”

5 — Bulletin Boards & The Cyclical Nature Of Content Delivery Evolution

While exploring possible new formats the Google Search teams could use for providing helpful new content in 2022, several ideas were mentioned.

Two content formats with fairly deep roots were noted, in the form of newsletters and blog posts, which have both seen somewhat of a resurgence in the past year. I explored the staying power of the newsletter format recently, in “Sign Me Up: How B2B Marketers Will Create Top-Notch Newsletters In 2022.”

Another content format with even deeper digital roots was mentioned lightheartedly by Martin – the bulletin board, which brought a big approving smile to my face, as that’s how I began my own online journey 38 years ago back in 1984, when I operated a 300-baud computer bulletin board system on a Commodore 64 computer.

Having this trio of Google professionals mention these formats from a digital yesteryear led me to ponder the cyclical nature of online content delivery’s evolution since the 1980s.

Does the nature of online information make it inevitable that the formats in which it is presented will not only change and evolve throughout the years and decades, but also eventually become cyclical, and naturally make a slow but inevitable return back to some of the purest and most clear forms of content delivery, such as the beautiful straightforwardness of plain text, before once again going through the next in an endlessly evolving series of formats?

As I get close to 40 years in online communication, these sorts of questions looking at cyclical content format changes seem more and more relevant, and I think they are by and large mostly positive moves.

B2B marketers can all too easily get caught up in wrapping up content in the flavor-of-the-month social platform or app formatting, making it helpful to sometimes step back and make sure that the actual messaging is as relevant and powerful to your audience as the latest splashy way that it’s published.

B2B Search Success Is A Long & Winding Road

via GIPHY

Learning from some of Google’s ideas and plans for 2022 can help B2B marketers better prepare for forthcoming changes, and we hope that the five areas we’ve explored here will serve you well as you create new audience experiences in the year ahead.

To dig in to more B2B search marketing tactics, tips, and strategy, here are several helpful related articles we’ve published:

• Best Of B2B Search Marketing: Optimize Your 2022 With Our Top 10 SEO Posts
• 6 Timeless SEO Tips Content Marketers Can Do Now
• 5 Tips for Empowering Enterprise SEO Success
• SEO Harmony: Why B2B Marketers Need To Integrate Search With Content Strategy

Crafting award-winning B2B marketing that elevates, gives voice to talent, and humanizes with authenticity takes considerable time and effort, which is why an increasing number of firms are choosing to work with a top digital marketing agency such as TopRank Marketing. Contact us to learn how we can help, as we’ve done for over 20 years for businesses ranging from LinkedIn, Dell and 3M to Adobe, Oracle, monday.com and others.

The post New Google Search Updates & How B2B Marketers Can Use Them To Elevate Efforts appeared first on B2B Marketing Blog – TopRank®.

In 2022 Google has made changes that affect what B2B marketers are able to accomplish with its search and advertising offerings, but how can these sometimes subtle changes be utilized to elevate marketing efforts in the year ahead?

Google’s recent search updates — and its plans for the year ahead — offer B2B marketers new opportunities and challenges. Here’s a look at five changes, and how they can help improve your B2B marketing efforts in 2022.

1 — Google & The Cyclical Nature of Content Delivery Evolution

Gary Illyes, webmaster trends analyst at Google, recently joined fellow Google associates John Mueller, senior webmaster trends analyst, and Martin Splitt, Google Search Relations team developer advocate, in an episode of Google’s “Search Off the Record” podcast, and the trio took a fascinating look at several areas of interest to B2B marketers.

Gary, John, and Martin shared some of the ways that Google’s Search Central resource hub — formerly known for years as Google Webmasters — is looking to grow in 2022, from sustainability efforts and search guidelines to how Google plans to meet the challenges of events in 2022, and more.

2 — Data Gathering With An Energy-Saving Eye

Gary explored some of Google’s continuing efforts to refine the web crawling process with an eye towards saving energy and increasing sustainability.

What might seem a small goal at first becomes much larger in scope and importance when the vast size of the web in 2022 — and the frequency with which Google automatically indexes it —  are considered.

Additionally, an increasing number of surveys have shown that consumers in both the B2C and B2B markets are placing greater value on sustainability when it comes to how they view and choose to interact with brands since the pandemic began.

3 — Wealth Of Guideline Documents Ripe For Updating

Martin, John, and Gary also took a look at changes 2022 may bring to Google’s webmaster guideline documents — a wealth of information amassed over many years that could offer new benefits by being updated.

Many B2B marketers — especially those on the search engine optimization (SEO) side of brand efforts — utilize these guideline documents, however the Google trio noted that in some areas they may have gotten a bit too complicated. They could essentially be split into basic and technical versions, the three noted, such as separating technical and quality guidelines, and some areas could also benefit with the addition of more examples.

With more than 15 years worth of guideline documents, certain old content references may now include an occasional outdated citation, such as to services that have changed names or even ceased operations, while other portions might not be as clear as they could be. The guidelines may even have a name change in store in 2022, the three speculated.

2022 could see changes in these areas, and the way that the issue of web page crawler cloaking is covered in the guidelines was also singled out as a possible target for improvements this year. Any such changes would likely be announced well ahead of time, Martin suggested, in order to give webmasters and marketers alike a healthy heads-up on changes to what are for many in the industry key search help documents from Google.

4 — Smaller Meet-Ups & Events As Google Keeps Safety Paramount

When it comes to 2022 event plans for the Google search department, Martin suggested that due to the pandemic, virtual events are the most likely to take place, while also looking for viable ways do hybrid events. It could also be a year during which small, local in-person events are utilized, especially the “unconference” format, Martin noted.

While safety concerns likely mean that B2B marketers may not be able to attend any massive in-person Google events during 2022, smaller local meetups held on short notice — announced three or four weeks ahead of time — will likely still be possible.

Large events will take longer to get back on track, and Martin urged patience as teams at Google seek a safe road to the large in-person conference experiences of pre-pandemic times.

Google is not alone in facing the challenges of holding events during the global health crisis, as Microsoft and other large organizations also struggle with how to safely hold in-person conference gatherings. I recently explored some of the ways that B2B marketing events and the people who attend them are dealing with these issues, in “In-Person, Virtual & Hybrid: How To Get The Most From B2B Marketing Events In 2022.”

5 — Bulletin Boards & The Cyclical Nature Of Content Delivery Evolution

While exploring possible new formats the Google Search teams could use for providing helpful new content in 2022, several ideas were mentioned.

Two content formats with fairly deep roots were noted, in the form of newsletters and blog posts, which have both seen somewhat of a resurgence in the past year. I explored the staying power of the newsletter format recently, in “Sign Me Up: How B2B Marketers Will Create Top-Notch Newsletters In 2022.”

Another content format with even deeper digital roots was mentioned lightheartedly by Martin – the bulletin board, which brought a big approving smile to my face, as that’s how I began my own online journey 38 years ago back in 1984, when I operated a 300-baud computer bulletin board system on a Commodore 64 computer.

Having this trio of Google professionals mention these formats from a digital yesteryear led me to ponder the cyclical nature of online content delivery’s evolution since the 1980s.

Does the nature of online information make it inevitable that the formats in which it is presented will not only change and evolve throughout the years and decades, but also eventually become cyclical, and naturally make a slow but inevitable return back to some of the purest and most clear forms of content delivery, such as the beautiful straightforwardness of plain text, before once again going through the next in an endlessly evolving series of formats?

As I get close to 40 years in online communication, these sorts of questions looking at cyclical content format changes seem more and more relevant, and I think they are by and large mostly positive moves.

B2B marketers can all too easily get caught up in wrapping up content in the flavor-of-the-month social platform or app formatting, making it helpful to sometimes step back and make sure that the actual messaging is as relevant and powerful to your audience as the latest splashy way that it’s published.

B2B Search Success Is A Long & Winding Road

via GIPHY

Learning from some of Google’s ideas and plans for 2022 can help B2B marketers better prepare for forthcoming changes, and we hope that the five areas we’ve explored here will serve you well as you create new audience experiences in the year ahead.

To dig in to more B2B search marketing tactics, tips, and strategy, here are several helpful related articles we’ve published:

• Best Of B2B Search Marketing: Optimize Your 2022 With Our Top 10 SEO Posts
• 6 Timeless SEO Tips Content Marketers Can Do Now
• 5 Tips for Empowering Enterprise SEO Success
• SEO Harmony: Why B2B Marketers Need To Integrate Search With Content Strategy

Crafting award-winning B2B marketing that elevates, gives voice to talent, and humanizes with authenticity takes considerable time and effort, which is why an increasing number of firms are choosing to work with a top digital marketing agency such as TopRank Marketing. Contact us to learn how we can help, as we’ve done for over 20 years for businesses ranging from LinkedIn, Dell and 3M to Adobe, Oracle, monday.com and others.

The post New Google Search Updates & How B2B Marketers Can Use Them To Elevate Efforts appeared first on B2B Marketing Blog – TopRank®.